As it grows into a larger lender, Park Sterling is seeking to portray itself as still being able to provide the personalized service that smaller banks are known for.

On Monday, the lender said its branding campaign aims to build awareness for its "ongoing mission to provide customers with the kind of answers that can only be found when large bank resources are effectively combined with the high-touch, flexible and personalized service of a community bank."

The campaign, which includes radio and newspaper ads, is being debuted in the Charlotte metropolitan area and Greenville, S.C., markets.